Email this article 
The influence of social media and e-WOM on skincare purchasing decisions
(1) Swadaya Gunung jati University
(2) Swadaya Gunung Jati University
(*) Corresponding Author
Abstract
The purpose of this study is to ascertain how Indonesian consumers' decisions to buy skincare products are influenced by the relationship between social media influencers and e-WOM. The study's population is infinite. In order to explain the link between variables, the research strategy employed in this study takes a quantitative approach. A sample of 100 respondents was obtained for the study using the Lemeshow equation as the sampling technique. The statistical technique used in this study is the Structural Equation Modeling Partial Least Squares (SEM-PLS) method. Purchase decisions for skincare products are significantly influenced by social media and e-WOM, according to the research. The findings indicate that interactions and information received through social media as well as positive reviews from other users can influence consumers' level of trust and increase their propensity to make purchases. The implication is that companies in the skincare industry should utilize social media and e-WOM strategies as part of their marketing efforts to attract more consumers.
Keywords
Full Text:
PDFReferences
Adeyeye,J.O.,Nwaoboli,E.P.,&State,E.(2023).ImpactofSocialMediaontheMarketingofFilmsinBeninCity,Edo.1(1),98–110.
Afifah,V.,&Setyantoro,D.(2021).RancanganSistemPemilihandanPenetapanHargadalamProsesPengadaanBarangdanJasaLogistikBerbasisWeb.JurnalIKRA-ITHINFORMATIKA,5(2),108–117.
Amiroh,I.,Sudarmiatin,&Winarno,A.(2023).TheEffectof“HanSoHee”BrandAmbassadorandE-WomonCustomerLoyaltywithPurchaseDecisionasanInterveningVariable(StudyonConsumersofBeautyProductsSomethinc).InternationalJournalofBusinessandQualityResearch,1(2),80–95.https://e-journal.citakonsultindo.or.id/index.php/IJBQR
Amiruddien,M.,Widodo,A.P.,&Isnanto,R.R.(2021).EvaluasiTingkatPenerimaanSistemManajemenAsetMenggunakanMetodeHOT-FIT.J.SistemInfo.Bisnis,11(2),87–96.https://doi.org/10.21456/vol11iss2pp87-96
Andreani,F.,Gunawan,L.,&Haryono,S.(2021).SocialMediaInfluencer,BrandAwareness,andPurchaseDecisionAmongGenerationZinSurabaya.JurnalManajemenDanKewirausahaan,23(1),18–26.https://doi.org/10.9744/jmk.23.1.18-26
AndriAsokaSidantaraRosadi,&RizkiTedjaSukma.(2023).TheInfluenceofElectronicWordofMouthandConsumerInvolvementonProductPurchasingDecisionsatSupplierCV.Adijaya,WestBandungDistrict.InternationalJournalofIntegrativeSciences,2(9),1369–1384.https://doi.org/10.55927/ijis.v2i9.5925
Bandara,R.,Fernando,M.,&Akter,S.(2020).PrivacyconcernsinE-commerce:Ataxonomyandafutureresearchagenda.ElectronicMarkets,30(3),629–647.https://doi.org/10.1007/s12525-019-00375-6
Hardini,R.,&Pratiwi,Y.(2022).TheEffectofProductQuality,TheEffectofProductQuality,BrandImage,andSocialMediaInfluencersonthePurchaseDecisionofScarlettWhiteningProductsonSocialMediaInstagraminDKIJakarta.…ResearchandCriticsInstitute(BIRCI-Journal…,11869–11878.https://bircu-journal.com/index.php/birci/article/view/5019
Herviani,V.,Hadi,P.,&Nobelson.(2020).AnalisisPengaruhBrandTrust,E-WOM,danSocialMediaInfluencerTerhadapKeputusanPembelianLipstikPixy.JurnalEkonomiDanBisnis,10(02),1351–1363.
Indocareb2b.(n.d.).NoTitle.https://indocareb2b.com/data-penjualan-skincare-di-indonesia/
Keller,K.dan.(2016).NoTitle.
Kemp,S.(2024).NoTitle.https://datareportal.com/reports/digital-2024-indonesia
Mardiah,F.P.,&Rahmi,D.Y.(2023).Usingthetechnologyacceptancemodelinunderstandingthebehavioralintentionsofentrepreneurstousee-commerceduringthecovid-19pandemic.Procuratio:JurnalIlmiahManajemen,11(4),369–381.
MelyanaPutry,R.,Gunawan,H.,Buana,U.M.,&Corresponding,Y.(2024).TheInfluenceofLifestyle,BrandAmbassador,andElectronicWordofMouthonConsumerPurchaseDecisionsonSomethincProductsinTheSpecialRegionofYogyakarta.FormosaJournalofScienceandTechnology(FJST),3(6),1041–1054.
Michella,D.,&Meilani,Y.F.C.P.(2023).PengaruhHighPerformanceWorkPractice(Hpwp)TerhadapJobSatisfactionDiRsXyzMagelang.JMBIUNSRAT(JurnalIlmiahManajemenBisnisDanInovasiUniversitasSamRatulangi).,10(1),635–643.https://doi.org/10.35794/jmbi.v10i1.46352
Ningtyas,A.D.,&Hidayat,A.M.(2024).ImplicationsonSocialMediaInfluencerTasyaFarasyaandElectronicWordofMouthforPurchaseDecisionofSomethincandSkintific.3(2),205–213.https://doi.org/10.56472/25835238/IRJEMS-V3I2P126
Permana,G.N.,&Dr.AgusMaolanaHidayat,S.E,M.S.(2024).TheInfluenceofBrandAmbassadorsonPurchaseDecisionsandBrandImageasInterveninginAvoskinProducts.InternationalResearchJournalofEconomicsandManagementStudies,3(1),210–218.https://doi.org/10.56472/25835238/IRJEMS-V3I1P124
Prahiawan,W.,Fahlevi,M.,Juliana,J.,Purba,J.T.,&Tarigan,S.A.A.(2021).Theroleofe-satisfaction,e-wordofmouthande-trustonrepurchaseintentionofonlineshop.InternationalJournalofDataandNetworkScience,5(4),593–600.https://doi.org/10.5267/j.ijdns.2021.8.008
Rosyid,M.A.,Muawanah,M.,&Zuana,M.M.M.(2023).TheInfluenceofHalalLabelsandElectronicWordofMouth(E-WOM)onPurchaseDecisionsofFoodandBeverageProductsontheShopeeOnlineSite.MajapahitJournalofIslamicFinanceandManagement,3(1),15–31.https://doi.org/10.31538/mjifm.v3i1.34
Salmiah,Sahir,S.H.,&Fahlevi,M.(2024).Theeffectofsocialmediaandelectronicwordofmouthontrustandloyalty:EvidencefromgenerationZincoffeeindustry.InternationalJournalofDataandNetworkScience,8(1),641–654.https://doi.org/10.5267/j.ijdns.2023.8.021
Samosir,J.,Purba,O.R.,Ricardianto,P.,Dinda,M.,Rafi,S.,Sinta,A.K.,Wardhana,A.,Anggara,D.C.,Trisanto,F.,&Endri,E.(2023).Theroleofsocialmediamarketingandbrandequityone-WOM:EvidencefromIndonesia.InternationalJournalofDataandNetworkScience,7(2),609–626.https://doi.org/10.5267/j.ijdns.2023.3.010
SerliyanaCindiRosita.(2022).AnalisisMinatMasyarakatMenggunakanAplikasiHaloDocDimasaPandemiCovid-19.Juremi:JurnalRisetEkonomi,2(1),13–24.https://doi.org/10.53625/juremi.v2i1.2692
Supriadi,B.,Mustofa,E.,&Wolok,T.(2024).Internet-BasedHotelMarketingStrategyinIndonesia:EmpiricalStudyWithVectorAutoregressionModel.InInternationalJournalofProfessionalBusinessReview(Vol.9,Issue3).https://doi.org/10.26668/businessreview/2024.v9i3.4309
Yano,M.A.,MujibIkhsani,M.,Septin,T.,Rahayu,M.,&Kharismasyah,A.Y.(2023).PurchasingDecision:DoYouNeedServiceQuality,ProductQualityandWordofMouth?BusinessandAccountingResearch(IJEBAR)PeerReviewed-InternationalJournal,7(4),1–12.www.kompas.id,
Yudisha,N.,Gunawan,I.,Gunawan,H.,&...(2023).anInfluenceofSosialMediaandServiceQualityProductPurchaseDecisionsAtE-CommerceShopee.Jurnal…,12(03),4112–4117.http://infor.seaninstitute.org/index.php/pendidikan/article/view/1867%0Ahttps://infor.seaninstitute.org/index.php/pendidikan/article/download/1867/1569
Yuliastuti,D.A.,Budi,L.,&Harini,C.(2020).TheInfluenceofSocialMediaMarketingandBrandImageonBuyingDecisionson.Inisiatif:JurnalEkonomi,AkuntansiDanManajemen,2(3).
DOI: https://doi.org/10.24123/mabis.v24i2.931
Article Metrics
Abstract view : 0 timesPDF - 0 times
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Rahista Maya Puspita
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.
 |  |  |  |
 |  |  |  |